The power of CSAT: How SmileBack’s simplicity encourages customer feedback

by Andrew Wallace
2 min read

Somerbys IT are a small managed services provider (MSP), but that hasn’t stopped them from serving clients across the whole of the UK. And since implementing SmileBack’s customer feedback software, they’ve seen their reputation for exceptional customer service grow and grow.

Somerbys IT’s CEO, Allan Page, says that their clients’ large geographic spread makes understanding the customer experience even more crucial.

“We serve [businesses from] one-person operations, to companies with over 100 staff, so it’s crucial that we know exactly how we are doing, and how our clients feel,” he says.

“SmileBack makes it fantastically simple to do that.”

And now that they have an enviable 3,700 reviews, a 45% review response rate, and a Net CSAT Score of 98, Somerbys IT are certainly making SmileBack work for them.

Capturing essential customer feedback

Since their beginning in 2000, Somerbys IT have put the customer at the forefront of everything they do.

“We have always focused on excellence in our delivery,” says Allan.

“We have always been confident in our service,
but SmileBack gives us a straightforward way
to capture the essential customer satisfaction
scores to prove [the quality of] that service.”

Allan page, CEO Somerbys IT

Since using SmileBack, Somerbys IT have seen their customer review response rates increase from around 10%, to an average of 45%.

“We certainly get a higher-than-average response rate when compared to our peers, and compared to other surveys,” says Allan.

“With SmileBack, we get up-to-the-minute feedback on how well we are delivering on our promise of providing excellent customer service. And my team likewise get very quick feedback as to how well they are performing from the client’s perspective.”

Using customer feedback to drive healthy team competition

“SmileBack is a great way to gain valuable client feedback, but it also acts as a driver for healthy competition within the team, always striving to be that little bit better and wanting to achieve that little bit more than their colleagues,” says Allan.

Currently, Allan and the team measure overall CSAT scores for the business, alongside different metrics on a client-by-client basis. The team then use the inbuilt reporting function, as well as the BrightGauge integration, to display their data in different ways to different audiences, whether as a PDF report or on a screen.

“All of this gives us an overview of how we are doing,” says Allan.

“And with the peer leaderboard review [in HTG/ITN evolve peer groups], it also helps to drive a bit of healthy competition and certainly draws comparisons with other MSPs.”

The importance of customer satisfaction

For Somerbys IT, the customer satisfaction scores they receive through SmileBack have become a key part of the business.

“We will keep using SmileBack,” says Allan.

“It helps team morale, helps keep customer service standards high, and it’s easy to use. As we grow, we will probably want more integrations and functionality, and SmileBack will be a key part of our customer satisfaction landscape.”

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